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Growing demand for protein—including from people taking GLP-1 medications—is colliding with limited whey supplies, pushing prices higher.

Reviewed by Dietitian Maria Laura Haddad-Garcia

Key Points

• Rising demand for whey protein, driven by health trends, has led to higher prices and tighter supplies.
• Whey protein’s production depends on dairy output, making it hard to scale quickly to meet demand.
• Explore plant-based protein alternatives or whole-food sources to manage rising costs.

If you’ve noticed your favorite protein powder getting more expensive lately, you’re not imagining it. As more consumers prioritize protein intake, many food manufacturers are adding whey protein to everything from yogurt and snack bars to cereals and ready-to-drink beverages. And, according to the U.S. Department of Agriculture (USDA), this strong demand for dairy products has contributed to tighter whey supplies and higher price forecasts.

Another factor behind the trend is the growing popularity of GLP-1 medications, including brands like Wegovy and Zepbound. Because people taking these medications are often encouraged to prioritize protein intake to help preserve muscle mass during weight loss, industry experts say demand for whey has increased even further.

Whey is especially sought after because it’s a complete protein, meaning it contains all nine essential amino acids that the body can’t produce on its own. It also offers a strong nutritional profile and is easy to incorporate into a wide variety of foods and beverages.

On the supply side, increasing production isn’t as simple as making more protein powder. Whey is produced during the cheesemaking process, meaning supply is tied to overall dairy production. As demand surges, manufacturers can’t quickly increase supply to match it, contributing to higher prices. At the same time, a recent USDA report notes that shortages of whey protein concentrate (WPC) 34%—a whey protein ingredient widely used by manufacturers—remain elevated, largely due to high nonfat dry milk prices.

A recent report from Market Decipher on the protein market describes the current landscape as a “perfect storm,” noting, “Price volatility is the consequence of a structural demand shock meeting a processing infrastructure that was never designed to scale this fast.”

Still, the dairy industry is working to address the shortage, with producers in the U.S. and Ireland investing in additional processing capacity that could help ease supply constraints over the next one to two years. For consumers, that means higher prices on store shelves may persist for the foreseeable future while supply catches up with demand. Protein powders, ready-to-drink shakes and other protein-fortified foods may continue to cost more as manufacturers navigate higher ingredient expenses. While forecasts suggest that U.S. milk production could increase in the coming year, data indicates that at least one manufacturer plans to stop producing WPC 34% after this summer.

What Higher Whey Prices Mean for Consumers

While whey protein remains popular because it’s convenient, versatile and a complete protein source, rising prices may lead some consumers to explore other options. For those who prefer protein supplements, alternatives made from ingredients like soy, peas, hemp, rice or eggs may offer a similar level of convenience, though their nutritional profiles can vary.

That said, even when choosing a high-quality whey protein supplement, EatingWell nutrition experts caution that it can be easy to consume more protein than your body needs, particularly when relying heavily on powders, shakes and other concentrated sources.

Rather than depending on supplements as a primary source of protein, we recommend taking a whole-food approach whenever possible. Whole-food protein sources—including fish, chicken, beans, lentils, nuts, seeds, eggs and strained (Greek-style) yogurt—provide not only protein, but also a variety of vitamins, minerals and other nutrients that support overall health.

Protein supplements can certainly be a convenient addition to a balanced diet, but they work best when used to complement, rather than replace, nutrient-dense whole foods. If you’re looking for ways to boost your protein intake without relying on whey protein powder, here are a few beverages made with ingredients such as kefir, nut butter and soy to consider: